But for a company that has accomplished so much, outsiders really know very little about the Starbucks secrets to success.  Thats because much of the companys sage advice and weathered truisms exist solely in the hearts and minds of longtime Starbucks employees.

This so-called “tribal knowledge” includes pithy quotes uttered by Starbucks executives, mantras used by Starbucks project groups, learnings from failed pilot programs, and “ah-ha” moments from successful projects.  Its company stories passed down from one generation of employees to the next.   Its intense.  Its poignant.  Its thought provoking.  Its actionable.  Its a language of Starbucks “tribal knowledge” that has never been written – only spoken – and only within the Starbucks tribe.

Until now.

In Tribal Knowledge: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture, longtime Starbucks marketer John Moore shares untold, behind-the-scenes stories of the processes, the programs, and the products that have made Starbucks a remarkable business success, including:

·        Why Starbucks was purpose driven to make a difference in the world.

·        How Starbucks goes beyond simply having a mission statement to living its mission statement.

·        How the Starbucks principled, innovative, and cause-related approach to marketing built an endearing and enduring brand.

·        Why efforts to extend the Starbucks brand into lifestyle offerings such as a literary magazine and full-service restaurants failed.

·       How the Starbucks approach to employee career growth has created a passionate workforce.

·        How to apply the Starbucks “tribal knowledge” to your business, entrepreneurial venture, or project group.

Tribal Knowledge gives you unprecedented access to the many business lessons that helped Starbucks find prosperity by selling a commodity – all from a marketer who lived inside the Starbucks tribe.

Ben McConnell and Jackie Huba, authors of Creating Customer Evangelists